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L’AUTOREFERENZIALITA’ NON PAGA

E’ autoreferenziale chi parla bene di se o esalta le proprie doti. I pubblicitari sono autoreferenziali per definizione. Quasi sempre anche i politici. L’autoreferenzialità ha ormai invaso la nostra vita.

I media pubblicitari sono quasi sempre autoreferenziali. Sia che si tratti di pagine pubblicitarie, di affissi murali, di spot televisivi, di comunicazioni radiofoniche,  siamo quasi sempre di fronte a messaggi autoreferenziali. Non lo sono quando comunicano qualcosa che si imiti ad informare oppure che avvisi su qualche scadenza come il sollecito del pagamento del canone televisivo. I media sono forme tipiche di comunicazione per sviluppare nuovi prodotti da destinatare a pubblici non conosciuti e che si intendono diffondere su larga scala . Un nuovo sapone, un nuovo dentifricio, una nuova bevanda, sono di solito pubblicizzati su larga scala. Per farlo il criterio prevalente è cercare impostare annunci che riescano a superare sempre i concorrenti o la sordina di cui i destinatari si sono dotati per difendersi dalla ridondanza di comunicazioni che ricevono. Gli stessi spot pubblicitari televisivi sono diventati quasi un’abitudine, come se fossero brevi intervalli programmati.

I politici sono autoreferenziali tutte le volte che comunicano con grande enfasi ciò che hanno fatto, ciò che faranno a breve. Le stesse campagne elettorali sono in buona parte referenziali. Al punto che appaiono noiosi i politici che dicono solo cose serie o assumono solo atteggiamento severi o persecutori.

Malgrado i media siano i mezzi di comunicazione autoreferenziale a più larga diffusione ed i politici si facciano sentire così spesso non  pagano.  Sono sempre meno credibili. Per il fatto che debbono superare la soglia di attrattività dei concorrenti diventano sempre meno affidabili. Promettono sempre di più. Sono diffuse le  comunicazioni televisive di prodotti che annunciano proprietà salutistiche invitanti. Peccato che non forniscano i risultati salutistici che promettono. Lo stesso vale per gli uomini i politici.

Ma la ragione per cui l’autoreferenzialità dei media e degli uomini politicici non paga è la manacanza di una parallela iniezione di reputazione. L’equivalenza autoreferenzialità uguale credibilità non funziona più. Va trovato qualche supporto di credibilità, più convincente

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